Revenue Models & Pricing


This section on revenue models & pricing provides resources and materials to support the following learning objectives:

  1. Develop and evaluate strategic choices between different revenue models as one important aspect of a business model.
  2. Understand the benchmarks for price setting: customer value, competition, cost.
  3. Design a pricing model along several dimensions.
  4. Consider pricing principles implied by behavioral economics and psychology.
  5. Learn about tools to measure willingness-to-pay.

Types of Revenue Models

Strategic Pricing Considerations for Startups

Economics of Pricing

Pricing Framework (Laatikainen et al., 2013)

Tools to Measure Willingness-to-pay